This audit or task list is meant for the person who wants to check an SEO account which already made some progress but didn’t managed/audited/conducted by the person before.
This person’s objectives are to understand the current situation of the account regarding organic traffic and goals, client communication, overall progress and which tasks were actioned or missed. Goals can be changed according to the person, and I’ll update this part later with possible goals.
Preparation for an Account Audit & Things to Consider
- How many months/years have passed in the project?
- Client budget
- Knowing the stakeholders of the client
- Bookmarking (GA, GSC, SEO tool, CRM etc.)
Questions Which Can Be Asked
These questions can be asked to the account manager/director or SEO manager/executive who manages or execute day-to-day or monthly activities for the client to reach the objectives faster. Not all questions below should be asked, of course, but most of the answers might give a good hint. Better to get lots of replies! (even if it hurts people :/)
- How do you see the current situation with the client in terms of:
- SEO tasks
- Client communication
- Progress
- Problems
- Is there any problem with the account?
- Have you had any major problems with the client or tasks?
- Communication
- When did you last meet online or face to face?
- How frequently does our client email us?
- Satisfaction
- Is our client happy with working with us?
- Is our client happy with the results? (This question might be didn’t asked before.)
SEO Operation
- Read monthly/weekly reports
- Read a few client/AM emails (If they are stored in a shared inbox or CRM)
- Analyse the previous audits
- Check the completed tasks
- Analyse the crawl data
- Decide whether you need to conduct an SEO audit on your own
- Major
- Small
- Evaluate the SEO operation
- Decide if more operation tasks are needed according to the findings/situation
- If needed, invest more time in this list
Progress
- Check
- Target keywords
- Organic traffic and conversion change
- Your favourite SEO KPIs
- Evaluate the progress
Client Management
- Check email communication to
- See how the AM/SEO Manager addresses the issues
- Identify if there is a gap between the lines – This gap might be a technical SEO or client management knowledge
- Evaluate the client communication and management
